The site announced its first content deals during spring 1996, working with CompuServe's WOW!. It simultaneously crafted syndication relationships with Netscape and Infoseek as well as Internet service provider PacTel on the West Coast. Now it's in talks with America Online, AT&T's WorldNet, Lycos and Yahoo!, said VP-Marketing Brian Sroub..
The site has also experimented on brand-building with what Mr. Sroub described as a "keyword cluster strategy" developed in-house and with iTraffic, New York. HomeArts created banner campaigns positioned on major search services pointing to content on the site, rather than a more generic brand message. Using selected key words, HomeArts saw click-through rates hit 10% and, in one case, 25% during peak weeks..
Copyright August 1996 Crain Communications Inc.